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The Week in Social Analytics #117

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Best Practices for B2B Social Media [from SHIFT Communications; written by Amanda Grinavich]

“Because you even though your focus is businesses, you still market and sell to people. And guess what? Those people are on social media too.”

Does Your Company’s Social Media Use Compare? 2014 Fortune 500 Social Media | Research / Charts [from Heidi Cohen]

Check out this great roundup of charts and stats from Heidi Cohen to see where your company ranks in terms of social media usage.

4 Steps To Successful Content Personalization [from MarketingLand; written by Rachel Balik]

“Above all, remember that you need to consider the solution and process that will work best for your company and your technology stack. Make sure that you’re working cross-departmentally with the right stakeholders to get complete buy-in and then the right information. Then, stay invested in the progress so you may tweak and optimize as you go.”

A Crisis Plan You Can Execute in 30 Minutes or Less [from Spin Sucks; written by Phil Gerbyshak]

“Prepare a crisis plan now—before your 30 minutes of make or break is in front of you—and your business can avoid being burned to the ground by one disgruntled ex-customer.”

Pair with: Crisis communication on Twitter for airlines, and crisis communication tactics for cruise lines.

How to Respond to Online Brand and Reputation Attacks [from Social Media Explorer; written by Whitney Gibson]

Do you respond?

“First, it is necessary to evaluate the attacker’s characteristics and find out as much information as possible about the attacker and whether they pose a significant threat.

More specifically, it will be important to determine the following:

  • Whether this is likely a one-time attack by a disgruntled party or the beginning of a full-fledged campaign attack;
  • How sophisticated the attacker is;
  • Whether the attacker has a large social media and online presence or following; and
  • How likely the attacker might be to spread the information around the Internet in highly visible places.”

How To Determine If Your Brand Should Join In [from Likeable Media; written by Rachel Hadley]

“When deciding whether or not to join the conversation, it’s important to ask yourself the following:

  1. Why are we considering participating?
    Are you really posting to spread awareness of an organization or to honor victims of a tragedy? Or are you purely marketing your brand?
  2. Does it make sense for our brand?
    If there is an obvious tie-in to your business and a clear purpose of the post, go for it!
  3. Could it be seen as insensitive?
    If the answer is yes, it will be important to determine the risk. Not everyone is going to like what you do, no matter how good your intentions are, but asking yourself this question could provide a good litmus test to determine whether or not you should join in the conversation.”

20 Creative Hyperlapses From Instagram’s New App [from Mashable; written by Brian Koerber]

Hyperlapse just rolled out this week and some brands are already testing it out. Get inspired by the fruits of their labors.

Why Interactives are the Next Big Thing in Content Marketing [from Visual.ly; written by Karl Schutz]

“If infographics blew up because they caught people’s attention where a boring report wouldn’t, interactives are blowing up because they catch people’s attention – and hold it.”

3 Ways to Create Amazing Interactive Content [from Convince and Convert; written by Jared Flamm]

This piece covers interactive video marketing, reveal-based marketing, and polling. (Check out Wedgies for a great polling tool.)

The Week in Social Analytics #116

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

10 Online Marketing Metrics You Need To Be Measuring [from Forbes; written by Jayson DeMers]

“This is because the return on investment on marketing is, in many cases, unpredictable. . .Solid metrics give you the insight to overcome this hurdle of unpredictability.”

How to Develop Rapport With Influencers via Social Media [from Marketing Profs; written by Vibhu Satpaul]

“Have different KPIs for different social media channels. After all, those channels are different from each other; your approach to each will be different, as will which objective is best suited for each.”

What is ‘best practice’? [from Econsultancy; written by Graham Oakes]

“No matter how badly we do, if we can suggest that thousands of other professionals would have done exactly the same in our situation, then we’re safe. No one can blame us for the failure. We were just unlucky.”

How Are Marketers Planning to Maximize Their Value in the Next Year? [from Marketing Charts; written by staff]

“Asked to choose their top 3 from 10 options, marketers responding from around the world converged on one clear response: improving customer segmentation and targeting. . .The focus on segmentation and targeting signals that marketers will be paying a great deal of attention to marketing analytics.”

The Secret Sauce For Creating Epic Curated Content [from Heidi Cohen]

“Epic curated content is a major content marketing effort that’s both original content and curated content because it’s co-created with participants.”

12 Ways to Boost Your Visual Media Performance [from Geoff Livingston]

“7) Twitter has gone the way of visuals, too. Make sure your work is noticed by using Twitter Cards to feature images and other information, such as a sign-up form.

Use Twitter Cards to feature full-sized images in the news stream.”

How Using Images in Social Media Marketing Can Help Improve Business [from Social Media Today; written by Nilay Dhamsania]

“Just think about all the updates, posts, tweets, status messages and pins you see every day. What is it that makes you read or click through a post? A careful analysis shows that most activity in social media sites is triggered by visual representations or images.”

How to Use Instagram Hashtags to Expand Your Reach [from Social Media Examiner; written by Eric Sornoso]

“At this point, Instagram hashtag density tends to be much greater than Twitter’s because companies realize the success of their Instagram marketing depends on proper hashtagging.”

Emphasis added.

The Moment of Truth: Best Practices For Discovering More Moments to Engage [from Social Media Today; written by Bernadette Coleman]

“These vital moments are where you capture your customer, that moment of truth. It’s the time when a consumer shows that they are intent on purchasing something. Basically this is when all your social media, blogging, advertising, coding, among many other things you do collide. The question you seriously need to ask is, will you be the one to meet their needs?”

Written by Sarah

August 22nd, 2014 at 8:14 am

The Week in Social Analtyics #115

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Brand Storytelling Beyond the Marketing Silo [from Business2Community; written by Anton Rius]

“Content, then, can play a part in nurturing the relationship far beyond the point of sale. With a holistic content strategy, the marketing department becomes less of a vertical within the organization and instead reaches across many departments and can affect multiple company initiatives.”

Content Marketing and Social Media: What Nonprofits Must Know [from Maximize Social Business; written by Claire Axelrad]

“. . .content marketing is not a synonym for social media. Nor is it a synonym for social deployment.”

3 Big Benefits Brands Can Get From Visual Content on Instagram [from Jeff Bullas; written by Mairead Ridge]

“. . .90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster than text. Instagram’s visual appeal is a very effective way to showcase products and influence purchasing decisions.”

Is Snapchat Right for Your Brand? | Infographic [from Social Times; written by Kimberlee Morrison]

A simple flowchart can be made even simpler: If Snapchat’s demographics match your target audience, then that’s where you need to be.

How 12 Brands Used Snapchat [from Fast Company; written by Jeff Beer]

“A recent Comscore report found that with 32.9% penetration, Snapchat was the third most popular social app among 18-34-year-olds (behind Facebook and Instagram, but ahead of Twitter, Pinterest, and Vine). And if you look at just the 18-24-year-old base, the app has 50% penetration. The company is said to have about 30 million active users and claims that people send and view more than 700 million pictures and 500 million “stories”–which allow brands to create longer narratives that last 24 hours–a day.”

If that’s your target audience, then you need to pay attention to how these brands are using Snapchat to inform your own strategy. Want even more on Snapchat for brands? Check out our pieces: Snapchat for brands part I: The basics & brand specifics and Snapchat for brands part II: Brands who do it well.

Will your company’s social media efforts pay off? [from All Twitter; written by Shea Bennett

“Here’s a few social media truisms that many brands simply don’t want to hear.

1. Social media success takes time. Don’t expect overnight success. While customers increasingly expecting an almost instantaneous response to their enquiries, generating a worthwhile return on investment (ROI) requires considerable effort and patience.

2. Social media success takes resources. Do you have someone with several hours of quality time per week available to dedicate to your social strategy?

3. Social media success takes you out of your comfort zone. Are you prepared to share other people’s content in your social channels – even that of your competitors? Are you will to engage with other people and open conversations? Do you create original content that other people will want to share? Are you able to handle and respond to public criticism and customer complaints?”

Five Signs Your Company is Ready For a Brand Ambassador Program [from Mack Collier]

“The companies that aren’t ready for a Brand Ambassador program are the ones that view their customers as transactions, not people.”

US CMOs Rank Their Biggest Concerns [from Marketing Charts; written by staff]

What’s your biggest concern, CMO?

Written by Sarah

August 15th, 2014 at 9:38 am

The Week in Social Analytics #114

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

5 Measurement Pitfalls to Avoid [from Mashable; written by Eliza Berman]

“. . . in the quest to back up every move with cold, hard data, it can be easy to mistake any old numbers for useful numbers. Not all data is created equal, and the best way to ensure you’ll be collecting the right data is to develop the right set of performance metrics.”

How To Corrupt The Social Data You’re Gathering (And Kill Your Focus Group In The Process) [from Marketing Land; written by Kevin Ryan]

“There is a big difference between listening to your best customers and lurking among them to gather information; in the former, you have initiated a meaningful dialogue, while the latter will leave your customers feeling like lab rats.”

How To Set Marketing Goals You Can Actually Achieve: Advice From The Experts [from KISSMetrics; written by Chloe Mason Gray]

A few of the key takeaways:

  • Take time to truly understand your current position in order to set achievable marketing goals.
  • Choose 1-2 core goals that impact the bottom line and 3-5 supporting goals. Anything more than that will distract you from what’s most important.
  • Alternatively, try focusing completely on just one goal.
  • Pick goals that you genuinely care about achieving (be authentic).
  • Don’t just focus on the finish line; enjoy the process of achieving your goal.
  • Set the minimum bar at delivering on at least 70% of the planned improvements each quarter.
  • Approach each new marketing goal with as much data and information as possible.
  • Make sure your short-term goals always support your long-term prospects.

How the World Sees You Should Govern Your Social Media Style [from Convince and Convert; written by Jay Baer]

“…if you can understand how people see you at your best, then you can simply focus on those areas where you’re most primed to succeed and avoid the areas that are going to be like quicksand.”

How to Write a Crisis Communications Plan [from Spin Sucks; written by Gini Dietrich]

“But the real issue isn’t that they did bad things—we’re all human and we all make mistakes—it’s that they were handled by people who didn’t have any crisis communications experience.”

Pair with our piece on crisis communications for airlines, as well as part I of our crisis communications for cruise lines (look for part II next week.)

The Five Essential Elements of a Great Company Story [from Marketing Profs; written by Sandra Stewart]

Not every company is the wunderkind of tech, but every company does have a story to tell.

How Digital Media Has Changed the Art of Storytelling | Infographic [from Social Times; written by Kimberlee Morrison]

“From ‘blog’ being named the 2004 Merriam-Webster word of the year, to the rise of content curation and visual media — the art of storytelling is a craft that remains at the heart of digital media.”

Who Are You? How to Develop a Brand Identity for Instagram [from Likeable Media; written by Roly Gonzalez]

You have to be authentic to who your brand and develop a brand identity on Instagram that accomplishes the following:

  • Stays true to your overall brand identity
  • Conveys a straight forward persona to your audience
  • Utilizes the tone, feel, and language of the platform

What Types of Brand Videos Do Consumers Want to Watch? [from Marketing Charts; written by staff]

“According to the Levels Beyond survey, consumers are most interested in how-to, instructional or tutorial videos (67%), followed by:

  • comedy or spoof videos (42%);
  • product/informational videos (34%);
  • micro-documentaries, telling the story of a person or event (33%); and
  • animations/infographic videos (30%).”

Written by Sarah

August 8th, 2014 at 8:54 am

The Week in Social Analytics #113

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

10 very cool examples of experiential marketing [from Econsultancy; written by David Moth]

Looking to go in a new direction with your next campaign? Use these examples to inspire.

The Highest Converting Images to Use on Social Media Networks [from Social Media Today; written by Jesse Aaron]

The right image can make all the difference in catching your audience’s attention.

Why It Might Be Time to Completely Change Your Social Media Strategy [from Convince & Convert; written by Jay Baer]

“In the shotgun approach, you don’t worry as much about building a big audience in any particular network, but instead building a touchpoint corral around each of your customers and fans. The holy grail isn’t one million Facebook fans, but being connected to each of your fans in as many places as possible. The more places you are connected to your customers and fans, the more places you have permission to contact them, the greater the chances that you will actually be able to contact them somehow, somewhere.

Emphasis original.

A Social Media Contest, Cole Haan, Pinterest, and the Rules [from Spin Sucks; written by Gini Dietrich]

While this happened a while ago, it’s a good reminder that brands need to know the rules before launching a campaign on a new platform. No one wants to be the one that gets made an example of by the FTC.

Want more on Pinterest? Here’s 7 Ways to Make Your Video Stand Out on Pinterest and The secret to Pinterest: no faces and new heights [Infographic].

What’s in a Detailed Buyer Persona Anyway? [from Business2Community; written by Erin Cushing]

“In the B2B realm, there are a few common areas that are always useful, and some information that is only useful in specific circumstances. Here’s the down-low on what you should consider when building your buyer persona.”

How You Can Tap Into The Power Of Twitter [from Heidi Cohen]

This piece covers 6 Twitter Community Structures Simplify Your Work; below is the Brand Cluster Twitter Structure:

“High visibility, popular brands and celebrities attract large Twitter followings who tweet, comment and share information about them. BUT followers have NO connection to each other.”

These communities tend to have large or very large followings but little connection between all of the accounts that make up the following. Also:

“It’s interesting to note that…Brand Cluster Twitter Communities do very little of their own tweeting.”

Click through for some actionable marketing tips around this Twitter community structure. Also great from Heidi this week: 7 Tactics For Content Curation Success.

Real-Time Marketing Isn’t Just About Twitter: MTV uses Snapchat, ESPN’s on Twitter, and Hyundai works Tumblr [from Adweek; written by Garett Sloane]

“Snapchat, Tumblr and Pinterest ‘have the potential to change the way the industry thinks about real-time marketing,’ said Kevin Lange, Starcom MediaVest Group’s svp of social.”

3 TV Shows Doing Social Media the Right Way [from Likeable Media; written by Jessica Chen]

“One of the most well-developed marketing plans in the industry, the marketing campaign for True Blood is a four-part ongoing project. The online campaign features strategic blogger outreach and behind-the-scenes footage and interviews. HBO most excels in maintaining the True Blood image throughout multiple platforms: the show recently created a blog for one of the ‘newly-turned’ vampires.”

The Week in Social Analytics #112

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Celebrate Your Social Media Successes, but Don’t Forget that Community Trust is the Key [from Social Media Today; written by Craig Thomler]

“Social media isn’t just a reflection of the world – it is part of the world. How your organisation conducts itself on social channels can significantly shape community views – creating a positive or negative impression.”

How to Build the Commodities of Identity and Trust in Social Media [from Danny Brown]

“If you’re expecting your brand to be immediately identifiable through your actions on social media, you’ll be sorely disappointed. Instead, it’s the consistency of the message and voice that will build your identity, not the speed in which you bring that to market.”

Tips to Thank and Reward Your Social Media Audience [from Social Media Today; written by Isra Garcia]

Your audience makes you who you are. Be sure to thank them accordingly.

Create Compelling Marketing Videos That Educate and Entertain | Infographic [from Marketing Profs; written by Rebecca Toth]

If you’re looking to get into video marketing, make sure you’ve got your bases covered: Who is your audience? Do you want your videos to be informative, entertaining, or both? This piece can help you plan out the basics and get started. Pair with New Research: B2B Video Marketing on the Rise [from Convince & Convert; written by Tyler Lessard].

Which Practices Are B2B Content Marketers Focusing On? [from Marketing Charts; written by staff]

“Such a narrow focus on content production runs the risk of using content marketing as a type of outbound advertising practice, rather than a marketing technique used to engage customers and build relationships…

In other words, as the study notes, content marketing practices seem inordinately focused on customer acquisition at the expense of relationship-building that continues throughout the buyer’s journey.”

Emphasis added.

3 TED Talks That Uncover the Secrets of Storytelling [from Convince & Convert; written by Julie Neumark]

“After viewing over 25 TED talks listed as having something to do with the topic of ‘storytelling,’ I began to see a through-line. There was a theme that appeared around the ideas of wonder, mystery, possibility, connection, and engagement.”

That Diner Feeling: How Denny’s became a weirdly successful content marketer [from Fast Company; written by Jeff Beer]

“While Allen says the brand isn’t afraid to take risks, she’s also quick to point out that the team tries to learn everything they can from both success and failure. ‘If you take those calculated risks, you’ve also got to be learning,’ she says. ‘I have an expression I use with my team, ‘read, react, and refine.’ We take these calculated risks, but we test and monitor it very closely and then take what’s working and what’s not and refine what we’re doing.’”

Second Half Content Marketing Checklist – 50 Points [from Heidi Cohen]

Use this list to maximize the success of your content marketing.

39 Resources for Understanding the Science & Psychology Behind Great Marketing [from KISSmetrics; written by Chloe Mason Gray]

“In an effort to make all of our lives easier, I’ve scoured the web for the best articles, infographics and books about the subject and organized everything into the following categories so that you can skip directly to the topic you want to learn about:

  • The Psychology of Marketing: An Overview
  • The Psychology of Pricing & Purchasing
  • The Psychology of Conversion
  • The Psychology of Good Websites
  • The Psychology of Color & Marketing
  • Books on Psychology, Persuasion, Influence & Marketing” 

What Are Personalization’s Biggest Challenges and Opportunities? [from Marketing Charts; written by staff]

Marketers continue to struggle with the balance between personalization and privacy.

Written by Sarah

July 25th, 2014 at 9:06 am

The Week in Social Analytics #111

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

The 8 best brands on Tumblr [from iMedia Connection; written by Brad Brief

“Part of [brands'] hesitation [to use Tumblr] could be linked to the level of commitment that a Tumblr campaign requires. To use it, and use it well, brands must provide new, interesting, and engaging content on an ongoing basis.”

Finding Tumblr’s Place In Your Social Strategy [from MarketingLand; written by Ric Dragon]

“If you do the online ethnography for your important segments, you’d do well to know if they are represented on Tumblr.  If your company sells micro-oscillator widgets that go into industrial machinery, no, this might not be the place for you. If you are consumer-oriented in any way, though, you should take a look.”

Instagram is ready to take its shot [from Fortune; written by Jessi Hempel]

“That’s true in part because Instagram has helped spawn a powerful new social phenomenon: Just as Kodak’s invention of a roll of film made it easy for almost anyone to take photographs a century ago, Instagram’s invention of a social feed paired with easy-to-use editing tools makes everyone capable of creating and sharing nuanced, edited pictures today. And that photo sharing has empowered people in powerful, unexpected ways—even those not named Kardashian or Bieber.”

The Kinds of Photos Instagram Followers Want to “Like” [from Social Media Today; written by Alexandra Jacopetti]

“Instagram is arguably the social media platform with the most opportunity for brands, but don’t post what the CEO had for lunch.”

That doesn’t mean that food is off limits; just tap into the big communities wisely. Like Dunkin Donuts and Oreo did to announce their partnership:

How brands can be brilliant at Vine [from Econsultancy; written by Christopher Ratcliff]

“Beyond the differences in length and available tools, Vine and Instagram video remain able to operate in the same space, whilst remaining unique in their own way, with brands tending to choose one or the other platform based on its own audience, content and tone of voice.”

As always, choose the platform where you audience spends their time and that fits your brand voice the best.

10 Reasons to Use Vine to Help You Build Your Brand [from Mashable; written by Bob Cargill]

“Vine presents brands with an innovative, surprisingly powerful way to take advantage of the fact that visual content performs well on social media.”

Does social media influence purchasing decisions? [from SHIFT Comm; written by Chris Penn]

“The big picture conclusion here is that while the Gallup and SHIFT polls showed that social media has influence in the minds of the consumer, the data you should be paying attention to most is your own. Pay attention to the statistical and methodological validity of data you see in the news, absolutely, but pay even closer attention to the things that influence your business first and foremost.”

A simple tip for improving your brand tone of voice guidelines [from Econsultancy; written by David Moth]

Consumers expect a consistent tone of voice from brands. Here’s how to lay out consistent ground rules for achieving that.

6 in 10 B2B Execs Agree That Social Business Has Created Value [from Marketing Charts; written by staff]

“The authors note that B2B companies are leveraging social business in a number of ways, including social data analysis to aid in product development.”

Quiz: Can You Tell What Makes a Good Tweet? [from the New York Times; written by Mike BostockJosh Katz and Nilkanth Patel]

A little informative Friday fun.

Turning ‘Likes’ Into a Career: Social Media Stars Use Instagram, Twitter and Tumblr to Build Their Career [from the New York Times; written by Sheila Marikar]

“In an era of new economies, this may be one of the most curious: the network that has sprung up to help the follower-laden stars of Instagram, Vine, Pinterest and other social media services make money by connecting them with brands wanting to advertise to their audiences. People like Mr. Lachtman and his co-founder, Rob Fishman, run what may be seen as a parallel universe to Hollywood, one in which shares and likes matter more than box-office sales and paparazzi shots. Here, authenticity — a word that comes up often in this arena — trumps a Photoshop-perfect facade or publicist-approved message.”

Written by Sarah

July 18th, 2014 at 9:18 am

The Week in Social Analytics #110

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Is Your Twitter Strategy Missing This One Essential Element? [from All Twitter; written by Lauren Dugan]

Are you keeping an eye on the competition?

Why you don’t get to decide what your brand means [from Eli Rose Social Media; written by Liz Jostes]

 ”If others have a high likelihood of incorrectly interpreting your sentiment or developing a negative feeling about a brand as a result of your name, imagery or marketing message, head back to the drawing board and figure out something better.”

Two unsolved problems of Big Data studies: confirmation and controls [from Junk Charts; written by Kaiser Fung]

“One of the biggest myth of Big Data is that data alone produce complete answers.”

Three Ways to Visually Present Information (Without Spending a Fortune) [from Marketing Profs; written by Pooja Lohana]

“Most humans (40-65%) tend to learn things visually. In other words, they process information more quickly by seeing things. The other learning modalities are auditory (hearing, 25-30% of people) and kinesthetic (touching, 5-15% of people).

The answer goes way back to our biology. Humans are wired for visualization. We can easily make sense of shapes, patterns, and colors—and therefore graphs, charts, and infographics.

Which means that if you want to turn data into digestible, bite-sized chunks, you must make use of…pictures.”

Instagram Reaches Almost One-Third of the US Adult App Audience [from Marketing Charts; written by staff]

“Instagram in May reached 32% of US smartphone mobile media users aged 18 and older who use iOS and Android platforms. . .up from 29.3% reach the prior month.”

Re-thinking social media engagement [from {grow}; written by Mark Schaefer]

Engagement isn’t a strategy; it’s a tactic.

9 B2B Marketing Lessons from Judging Online Campaigns [from Social Media B2B; written by Jeffrey L. Cohen]

“Marketing cannot exist in a silo. This is one of the biggest issues that marketers, especially social media marketers, have. They create their own set of goals that are not important to anyone else in the company. While those goals may be important to the marketing team, you also need goals that relate to the high level business goals.”

How brands can be brilliant at Instagram video [from Econsultancy; written by Christopher Ratcliff]

A great breakdown of the tactics it takes to successfully create content and build a following via video social media marketing.

7 Best Practices for Using GIFs & Cinemagraphs for Business [from Business 2 Community; written by Brian Honigman]

“GIFs and cinemagraphs are similar pieces of media, but have quite different features and uses. GIFs are image files that are compressed to continually loop the same motions over and over again — basically, a small portion of a video that repeats.

A cinemagraph is an image file where the whole photo is stationary, except for an isolated section of movement. Cinemagraphs aren’t as widely used as GIFs, which presents an opportunity for brands to stand out with this form of media amongst the noise.”

6 Steps to Nurturing the Sales Funnel with Social Media [from Jeff Bullas; written by Dave Landry Jr.]

“Customers are lead from awareness to sale by way of incremental exposure to a brand or product. While these same principles still apply today, social media has shaken up the paradigm by shortening the gap between people and information, meaning that the funnel has changed and offers a new way to pull in customers and to build off brand loyalty to turn them into your public spokespeople.”

 

Written by Sarah

July 11th, 2014 at 8:35 am

The Week in Social Analytics #109

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Since tomorrow is Independence Day here in America we thought we’d put out This Week in Social Analytics a day early. Here are our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Let us know in the comments, or tell us about it on Twitter or Facebook.

Finally, Most Brands Measuring Social Content Effectiveness [from eMarketer; written by staff]

While the metrics being used are fairly simplistic, it’s a good start.

How Psychology Will Shape the Future of Social Media Marketing [from The Huffington Post; written by Jayson DeMers]

“Technology will never replace the human ability to extract meaningful data from volumes of information.”

More Evidence that Visuals Far Outpace Text [from Geoff Livingston]

“Digiday surveyed attendees of its Agency Innovation Camp about how visual native ads stack up against text based native ads (hat tip: Richard Binhammer). More often than not, attendees favored visuals by 75 percent or more.”

While that might be a very specific audience with very specific opinions about visuals, it’s hard to ignore the overwhelming evidence that humans are visual creatures.

The Conundrum of Ethics and Data Collecting [from Eli Rose Social Media; written by Sunny Serres]

“We need these companies to be more socially responsible because we are entrusting them with our information. In order for us to remove ourselves from these types of data collections, we have to opt out of all of the conveniences that we rely so heavily upon to function within society. . . This just isn’t plausible in today’s society – our reliance on technology has grown so rapidly that opting out of many of these things simply puts those individuals “behind.” It is a vicious cycle, but if companies can perform with more integrity and think about their customers first and foremost rather than profitability or academic accolades, then maybe the question of ethics will become moot.”

3 Steps to Demystifying Social Media Personalities [from Social Media Today; written by Ida Cheinman]

1. Treat Every Tool as a Touchpoint

2. Metaphor the Medium

3. Secure Success Through Story

So How Many Millennials Are There in the US, Anyway? | Updated [from Marketing Charts; written by staff]

“Before putting out some numbers, there are a few problems to take note of. Chiefly, there is no consensus definition of a Millennial.

Nevertheless, things being the way they are, marketers and researchers often look at age groups. So here’s a reference list of some commonly used age brackets and their corresponding population estimates and population shares as of July 1st, 2013.

  • 12-17: 25 million (7.9%)
  • 18-24: 31.5 million (10%)
  • 25-34: 42.8 million (13.6%)
  • 35-44: 40.5 million (12.8%)
  • 45-54: 43.8 million (13.8%)
  • 55-64: 39.3 million (12.4%)
  • 65+: 44.7 million (14.1%)” 

Pair with Millennials Most Likely to Rely on W-O-M For Private Label Shopping Guidance and Who’s Regularly Going Online While Watching TV?.

5 Principles for Creating a Social Media Following That Sticks [from Social Media Today; written by Will Blunt]

“TIP: Your customers care more about themselves than they do you. Ask them questions about what THEY want. Don’t fall into the trap of TELLING them what they want.”

6 Ways To Engage And Maintain A Loyal Twitter Following [from All Twitter; written by Shea Bennett]

Based on a video released by Twitter for Small Business.

Why Brands Should Use GIFs [from Likeable Media; written by Angela Kuo

GIFs are the language of the Internet, after all.

4 Ways To Expand Your Content Marketing With Social Content [from Heidi Cohen]

 ”Social content is about how the content is created, not shared or distributed!”

Written by Sarah

July 3rd, 2014 at 10:40 am

The Week in Social Analytics #108

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Gallup released a poll recently reporting that consumers aren’t that influenced by social media, but a closer look at the methodology reveals some problems:

Gallup’s Buzzy Social Media Report Appears ‘Deeply Flawed’: 2012 called and wants its data back [from Adweek; written by Christopher Heine]

“And Gallup told Adweek that some of the surveys were completed through snail mail, though the company would not say how many. While of course there’s nothing inherently wrong with conducting research this way, it’s difficult to imagine those respondents being on par with normal social media consumption. Brands employ social marketing to reach people who are actually there—not those who are not.

Emphasis added.

While the methodology of the Gallup poll is certainly questionable, ClickZ did get some good takeaways from it, in the form of actionable marketing lessons:

3 Social Media Marketing Takeaways From Gallup’s Study [from Clickz; written by Ashley Zeckman]

“Customers are people, not numbers. They want to be engaged and have trust in your brand before they’ll make a purchasing decision.

We also need to recognize that while there is a significant amount of value in utilizing social media as a marketing channel, we need to be realistic about what we will gain by interacting socially. We may not see immediate gratification (a conversion or purchase) but we’re spending time interacting where are customers are spending their time, and working to build trust in the process.”

Emphasis added.

This week also kicked off with some great pieces on storytelling: Storytelling For Business: The Only Difference Between You And The Competition Is The Story You Tell from Web.Search.Social, written by Carol Lynn Rivera, and Breaking Out of Boring: Tell Unexpected Stories from Ann Handley.

Word-of-Mouth Proves Highly Influential for Millennial Women [from Marketing Charts; written by staff]

“Results from the survey of 1,100 American Millennial women without children also indicate that 93% have purchased a product after hearing about it from a family member of friend.

That’s a reflection of the trust they put in those recommendations: 89% said they trust recommendations from a friend, peer or family member more than from a brand.”

Why Brands Don’t Respond on Social Media [from Social Times; written by Richard Dumas]

“. . .while more than 68 percent of businesses recognize social media as a necessary service channel, 60 percent of companies are not formally supporting social customer care.”

You need to be where your customers are.

Your Customers Control Your Brand [from Spin Sucks; written by Gini Dietrich]

“While you can help motivate your customers to talk about you in a good way, ultimately they are the ones who control the message.

Your canned messages are no longer enough.

Yes, the things you, your executive team, your sales team, and your employees are saying about the brand should be consistent.

But you also have to be open to listening to how your customers describe your organization, your products, or your services.

If they perceive it differently than you do, it’s time to rethink your messaging and your brand positioning.”

Are You Ready For Multi-Platform Social Media Use? [from Heidi Cohen]

“Therefore, use a mix of different social media platforms with tailored messages to ensure your marketing reaches your target prospects where and when they spend their time.”

Getting Started Guide: Tumblr for Small Businesses [from Business2Community; written by Taylor Loren]

A great guide for small businesses just getting started on Tumblr.

Written by Sarah

June 27th, 2014 at 9:13 am